Krista J. Li
Associate Professor of Marketing and Weimer Fellow
Kelley School of Business
Indiana University

Krista Li is an Associate Professor of Marketing and Weimer Fellow at the Kelley School of Business at Indiana University. Her research helps marketers improve targeting, product, pricing, and channel decisions by leveraging consumer data and bounded rationality.

Her research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, Strategic Management Journal, International Journal of Research in Marketing, and Decision Sciences. Krista serves as an Associate Editor for Marketing Science and a member of the Editorial Review Board for Journal of Marketing Research and Decision Sciences. She was selected as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.”

Research Interests
  • Behavior-based targeting
  • Behavioral game theory
  • Pricing
  • Product design
  • Channel and Marketing-OM interface
Education
  • Ph.D. Marketing, Texas A&M University, 2016
  • M.A. International Economics, Yale University
  • B.B.A. Marketing, Lingnan University

Honors & Impact

MSI
Young
Scholar
2021

Associate
Editor
Marketing
Science
2021 -

14 UTD
publications
400+ citations
70+ talks

EDITORIAL APPOINTMENTS

  • Associate Editor, Marketing Science, October 2021 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences, 2020 – present

INVITED PRESENTATIONS

2023

  • Johns Hopkins University, April 2023
  • Society for Consumer Psychology 2023 Annual Conference, March 2023
  • 2023 AMA Winter Academic Conference, February 2023
  • 22nd International Marketing Trends Congress, January 2023

2022

  • Payne Research Symposium, University of Arizona, December 2022
  • The Wharton School, University of Pennsylvania, November 2022
  • Beijing Institute of Technology, November 2022
  • Xidian University, November 2022
  • Southeast University, October 2022
  • Jiangnan University, October 2022
  • 2022 INFOMRS Annual Meeting, October 2022
  • AMA-Sheth Foundation Doctoral Consortium, University of Texas at Austin, June 2022
  • Discussant, Summer Institute in Competitive Strategy, University of California at Berkeley, June 2022
  • MSI Young Scholar Conference, June 2022
  • Faculty Panelist, ISMS Marketing Science Conference Doctoral Consortium, June 2022
  • Distinguished Speaker, International Business Congress, May 2022
  • Imperial College London, May 2022
  • POMS 2022 Annual Conference, April 2022
  • University of Minnesota, April 2022
  • University of Pittsburgh, March 2022
  • AMA Winter Academic Conference, February 2022
  • Global Institute for Artificial Intelligence and Business Analytics, Temple University, January 2022

2021

  • 2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 2021
  • Lingnan University, December 2021
  • Huazhong Agricultural University, November 2021
  • INFORMS 2021 Annual Meeting, October 2021
  • Shandong University, October 2021
  • University of Iowa, September 2021
  • Xiamen University, September 2021
  • Distinguished Speaker, Doctoral Consortium of the China Marketing International Conference, August 2021
  • Faculty Fellow and session chair, 2021 AMA-Sheth Foundation Doctoral Consortium, August 2021
  • Panelist, AMA DocSIG Panel Series, August 2021
  • AMA Marketing + Public Policy Conference, June 2021
  • The 43rd ISMS Marketing Science Conference, June 2021
  • University of Science and Technology of China, March 2021
  • University of Washington, January 2021
  • Fudan University, January 2021

2020

  • Washington University at St. Louis, December 2020
  • INFORMS Annual Meeting, November 2020
  • Boston College, September 2020
  • AMA Summer Academic Conference, August 2020
  • China Marketing International Conference, June 2020
  • Indiana-wide COVID19 Research Conference, June 2020
  • The 42nd ISMS Marketing Science Conference, Duke University, June 2020
  • University of Maryland (cancelled due to COVID-19)
  • City University of Hong Kong, May 2020
  • Marketing Department Doc Day, Indiana University, February 2020
  • University of Florida, January 2020
  • Western University, January 2020

2019

  • The Wharton School, University of Pennsylvania, October 2019
  • University of California at Riverside, October 2019
  • Georgetown University, September 2019
  • University of Notre Dame, May 2019
  • Production and Operations Management Conference, Washington DC, May 2019
  • Department of Operations & Decision Technologies, Indiana University, April 2019
  • American Marketing Association Winter Conference, February 2019
  • Texas A&M University, February 2019

2017 or earlier

  • Emory University, November 2015
  • Harvard University, October 2015
  • Indiana University, September 2015
  • Rutgers University, September 2015
  • Michigan State University, September 2015
  • University of Alberta, September 2015
  • North Carolina State University, September 2015
  • INFORMS Marketing Science Conference, June 2014
  • Texas A&M University, August 2012, 2013, February 2015
  • University of Houston, October 2016.*
  • Johns Hopkins University, November 2015.*
  • American Marketing Association Winter Conference, February 2019
  • ETH/NYU Design Conference, New York University, May 2017
  • American Marketing Society Conference, May 2016
  • Marketing Science Conference, Fudan University, June 2016.*
  • Theory+Practice in Marketing (TPM) Conference, Houston, May 2016.*
  • Marketing Science Conference, Johns Hopkins University, June 2015.*
  • Frank M. Bass UT Dallas Frontiers of Research in Marketing Science, February 2014.*
  • 1st Invitational Symposium on Marketing and Innovation ECMI-AMA-EMAC, Netherlands, May 2014.*
  • Marketing Science Conference, Boston University, June 2012.*

* presentations by co-authors.

AWARDS & HONORS

  • 2021 Kelley School of Business Research Award, Indiana University, November 2022.
  • Faculty Panalist, ISMS Doctoral Consortium, June 2022
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, University of Texas at Austin, June 2022
  • Session Organizer, Marketing and Operations Management Track, 2022 POMS Annual Conference, April 2022.
  • Female Scholar, Designing a Career in the Marketing Academy, November 2021.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, Indiana University, August 2021.
  • 2021 MSI Young Scholars, June 2021.
  • Faculty Representative, Mittelstaedt Doctoral Symposium, University of Nebraska – Lincoln, April 2021.
  • Weimer Faculty Fellow, Kelley School of Business, Indiana University, June 2020.
  • Finalist, Chinese Marketing Scholar Best Paper Award, May 2020.
  • Research Follow, Center for the Business of Life Sciences, Kelley School of Business, May 2019.
  • Junior Faculty in Marketing Science, Inaugural Faculty Development Forum, Washington University in St. Louis, May 2019.
  • Early-Career Faculty Consortium Fellow, Marketing Strategy Consortium, Indiana University, January 2019.
  • Marketing Science Institute Young Scholar Research Grant $5,000, May 2017.
  • Finalist, Mary Kay/AMS Dissertation Proposal Competition, May 2016.
  • Dean’s Award for Outstanding Research, Texas A&M University, 2015.
  • Dean’s Award for Outstanding Teaching, Texas A&M University, 2015.
  • Inaugural AMS Doctoral Consortium Fellow, Denver, 2015.
  • AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014.
  • INFORMS Doctoral Consortium Fellow, Emory University, 2014.
  • INFORMS Doctoral Consortium Fellow, Boston University, 2012.
  • The Most Distinguished Student of the University Award, Lingnan University.
  • On President’s List Academic Honors, Lingnan University
  • Zonta Club of Kowloon Awards for Outstanding Services
  • Outstanding Service Awards for Hong Kong Tertiary Students
  • Dr. and Mrs. James Tak Wu Awards for Outstanding Service
  • Hong Kong Award for University Women Beryl Wright Memorial Undergraduate Scholarship (awarded to two students out of all undergraduate students in Hong Kong).
  • Champion, Canton Hong Kong & Macau Mandarin Contest (Hong Kong Division)
  • The Hong Kong Jockey Club Full Scholarship for Undergraduate Study in Hong Kong, info (awarded to the 1st group of 27 students selected from Mainland China based on academic record to study in Hong Kong with full scholarship)

Research

Publications

1. Li, Krista J. and Xi Li (2022), “Advance Selling in Marketing Channels,” forthcoming, Journal of Marketing Research. [pdf]

2. Li, Xi, Krista J. Li, and Yan Xiong (2022), “Channel Coordination of Storable Goods,” forthcoming, Marketing Science. [pdf]

3. Li, Xi and Krista J. Li (2022), “Beating the Algorithm: Consumer Manipulation, Personalized Pricing and Big-Data Management,” forthcoming, Manufacturing and Service Operations Management. [pdf]

4. Li, Krista J., Jianqiang Zhang, and Richard Schaefer (2022), “Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design,” forthcoming, Production and Operations Management. [pdf]

5. Bu, Juan, Eric Zhao, Krista J. Li, and Joanna Li (2022), “Multilevel Optimal Distinctiveness: Examining the Impact of Within- and Between-Organization Distinctiveness of Product Design on Market Performance”, Strategic Management Journal, 43(9), 1793–1822. [pdf]

6. Li, Krista J. (2022), “Product and Service Innovation with Customer Recognition,” forthcoming, Decision Sciences. [pdf]

7. Li, Krista J. and Jianqiang Zhang (2022), “How Does Customer Recognition Affect Service Provision?” forthcoming, International Journal of Research in Marketing. [pdf]

8. Zhang, Jianqiang and Krista J. Li (2021), “Quality Disclosure under Consumer Loss Aversion,” Management Science, 67(8), 5052-5069. [pdf]

9. Li, Krista J. (2021), “Behavior-Based Quality Discrimination,” Manufacturing & Service Operations Management, 23(2), 425–436. [pdf]

10. Li, Xi, Krista J. Li, and Xin (Shane) Wang (2020), “Transparency of Behavior-Based Pricing,” Journal of Marketing Research, 57(1), 78-99. [pdf]

11. Li, Krista J. and Yan (Lucy) Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management, 28(6), 1465-1485. [pdf]

12. Li, Krista J. (2019), “Status Goods and Vertical Line Extensions,” Product and Operations Management, 28(1), 103-120. [pdf]

13. Li, Krista J. (2018), “Behavior-Based Pricing in Marketing Channels,” Marketing Science, 37(2), 310-326. [pdf]

14. Jain, Sanjay and Krista J. Li (2018), “Pricing and Product Design for Vice Goods: A Strategic Analysis,” Marketing Science, 37(4), 592-610. [pdf]

15. Liu, Yan, Krista J. Li, Allan Chen, Subramanian Balachander (2017), “The Effects of a Product’s Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency,” Journal of Marketing, 81(1), 83-102. [pdf]

16. Li, Krista J. and Sanjay Jain (2016), “Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness,” Management Science, 62(9), 2705-2721. [pdf]

Selected
Working
Papers

17. Zhang, Jianqiang and Krista J. Li, “Retention or Acquisition? Behavior-Based Quality Disclosure”, revising for the 2nd-round review, Management Science.

18. Zhang, Jianqiang and Krista J. Li, “Benefits of Higher Costs: Competition with Endogenous Costs of Quality Disclosure,” revising for the 2nd-round review, Manufacturing and Service Operations Management.

19. Li, Krista J., Changying Li, and Jianhu Zhang, “Artificial Intelligence: Information Collection and Behavior-Based Pricing under Privacy Concerns,” revising for resubmission, Marketing Science.

20. Gu, Xian, Juan Bu and Krista J. Li, “Temporal Distinctiveness of Product Design: How It Influences the Value of New Products and Used Products,” under the 1st-round review, Strategic Management Journal.

21. Li, Krista J., Xi Li, and Yan Xiong, “Perils of Stockpiling under Nonlinear Pricing,” revising for resubmission, Management Science.

22. Li, Krista J., Jianqiang Zhang, and Xian Gu, “Live Stream Selling and Pay-What-You-Want Tips,” under the 1st-round review, Marketing Science.

Book
Chapter

23. Shankar, Venkatesh and Krista J. Li (2014), “Leveraging Social Media in the Pharmaceutical Industry,” Innovation and Marketing in the Pharmaceutical Industry (International Series in Quantitative Marketing Vol 20.), Min Ding, Jehoshua Eliashberg, and Stefan Stremersch (eds.), Springer. link

Teaching

MBA and EMBA

Indiana University

  • Full-time MBA Marketing Core Course, Indiana University, 2023 –

University of Alberta 

  • Data Analysis and Modeling (EMBA), University of Alberta, 2 sections
  • Evaluations: Instructor 4.9, Course 4.9 out of 5.
  • Data Analysis and Decision Making (MBA), University of Alberta, : 2 sections
  • Evaluations: Instructor 4.3, Course 4.2 out of 5.

Ph.D.

Indiana University

  • Analytical Modeling in Marketing, 2021

Undergraduate

Indiana University

  • Marketing Research, 2016 – 2022
  • Evaluations: Instructor 6.4, Course 6.4 out of 7.

Texas A&M University

  • Marketing Research, 2014
  • Evaluations: Instructor 4.9, Course 4.7 out of 5.
  • Dean’s Award for Outstanding Teaching.
  • Invited speaker for PhD student teaching workshop.

Service

 

Professional

  • Associate Editor, Marketing Science, October 2021 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences, 2020 – present
  • Reviewer, Marketing Science
  • Reviewer, Management Science
  • Reviewer, Journal of Marketing Research
  • Reviewer, Journal of Marketing
  • Reviewer, International Journal of Research in Marketing
  • Reviewer, Journal of Academy of Marketing Science
  • Reviewer, Manufacturing & Service Operations Management
  • Reviewer, Production and Operations Management
  • Reviewer, Information Systems Research
  • Reviewer, Marketing Science Institute Alden G. Clayton Doctoral Dissertation Proposal Competition
  • Reviewer, Marketing Letters
  • Reviewer, Review of Industrial Organization
  • Reviewer, Decision Sciences
  • Reviewer, Omega
  • Reviewer, The Manchester School
  • Reviewer, American Marketing Association (AMA) Conferences
  • Invited Panelist, 2021 Summer AMA Doctoral Students Special Interest Group

 

Doctoral Student and Visiting Scholar Supervision

  • Dong Wook (Peter) Chae, June 2022 – present
  • Yao Yao, visiting scholar, October 2022 – 2024
  • Yaying Zhou, doctoral dissertation examination committee chair, July 2022.
  • Jianqiang Zhang, visiting scholar, 2019-2020.
  • Long Ding, Visiting PhD student, 2018-2019.
  • Peng Liu, PhD dissertation committee member, 2016-2019. Placement: Santa Clara University.

 

Department

  • Mentor, Doctoral Student Dong Wook (Peter) Chae, Indiana University, June 2022 – present
  • Co-chair, 2022 Haring Symposiums
  • Lead, DEI Mentorship Task Force, Department of Marketing, Indiana University, 2021 – present.
  • Diversity, Equity, and Inclusion Committee, Department of Marketing, Indiana University, 2021 – present.
  • Dissertation committee, Peng Liu, Department of Marketing, Indiana University, 2019. Placement: Santa Clara University.
  • Recruiting Committee, Department of Marketing, Indiana University, 2016 – present.
  • Doctoral Program Committee, Department of Marketing, Indiana University, 2016 – present.
  • Reviewer for first- and second-year PhD student papers, Department of Marketing, Indiana University, 2016 – present.

 

School

  • Research Policy Committee, Kelley School of Business, Indiana University, 2021 – 2022.
  • Tenure Track Faculty Representative, Academic Council, Kelley School of Business, Indiana University, 2020 – 2021.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2020 – present.
  • Academic Fairness Committee, Kelley School of Business, Indiana University, 2019 – 2020.
  • Ph.D. Examination Committee (Leslie Hodder), Kelley School of Business, Indiana University, 2020 – present.

Community

  • President, Bloomington Indiana Scholastic Chess Club, 2018 – present.
  • Tournament Director, United States Chess Federation, 2018 – present.
  • Organizer, Free Virtual Chess Camp, 2020 – present.
  • Mathcount Coach, University Elementary School, 2022
  • Volunteer, Bloomington Community Kitchen, 2022 – present

Keep in touch